Does country‐of‐origin matter in the relationship between brand personality and purchase intention in emerging economies?

Abstract

PurposeThe purpose of this paper aims to investigate the relationship between brand personality, country‐of‐origin (COO) image and purchase intention. Specifically, it is suggested that COO image exerts both main and interaction impact on purchase intention.Design/methodology/approachA cross‐city survey of China's auto industry for the Sino‐German Joint Venture's auto brand of Bora was conducted to test hypotheses, predicted on a sample of 1,200 respondents. Another sample for Japan and the Sino‐Japanese Joint Venture's Honda auto brand was used for validation.FindingsResults reveal that both brand personality and COO image exert significant positive main effects on purchase intention. Furthermore, COO image is found to be a positive moderator in the relationship between brand personality and purchase intention. Specifically, a positive COO image could enhance brand personality's positive impact on purchase intention, whereas a negative COO image could significantly decrease the positive brand personality effect on purchase intention. Companies with both weak brand personality and a negative COO image achieve a higher purchase intention than those with weak brand personality, yet a positive COO image.Originality/valueThis study provides new theoretical insights into factors influencing consumers' purchase decision making by incorporating COO image as a moderator in the relationship between brand personality and purchase intention. It also offers joint ventures useful advice on whether to emphasize brand origin. If a company is weak in both brand personality and COO image, it is better not to emphasize brand origin.